Relations between purchase decision styles and personal characteristics of buyers

Abstract

The aim of the presented research is to examine whether certain personality traits can predict the decision-making styles in the context of purchasing among Serbian customers. The research involved 462 respondents of different genders, ages and levels of education. The decision-making styles of purchasing were examined using the SDKO questionnaire. SDKO questionnaire measures purchasing decision-making styles (Planners, Ethno-eco oriented, Trendsetters, Bargain hunters, Sceptics). Personality traits like Extraversion, Neuroticism and Openness to experience were measured with subscales from the Big Five Inventory, Impulsiveness was measured with Scale of Innovativeness; and Impulsiveness with the Impulsive Buying Scale (BIC). Regression analyzes were performed on the data and the results show that a set of predictors can be used to predict three purchasing decision-making styles: Planners, Ethno-eco oriented and Trendsetters. The obtained results were discussed in relation to their theoretical and practical significance for marketing practice.